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Virtual Worlds: The Next Realm in Advertising?
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This article explores advertising in virtual worlds examing its usage by
major organizations such as Microsoft, the American Cancer Society, W Hotel,
Coca Cola, Wells Fargo, and many others. The author poses the question - is
virtual worlds the next realm in advertising?
Contributor: Bill Nissim
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Dow Corning: Silicone-smooth branding
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This interview features a discussion between Marc de Swaan Arons of EffectiveBrands and Scott Fuson of Dow Corning. It talks about Dow Corning's experiences harmonizing Dow Corning under one master brand, educating and inspiring the marketing community at Dow Corning about the new strategy and architecture, and using all of the resources available to him to make the changes happen.
Contributor: Marc de Swaan Arons
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First, do no harm: The true role of public relations in branding
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Blumenthal argues that the role of public relations, rather than building the brand itself, is to use transparency to defend the brand's reputation. In fact, PR cannot build the brand because transparency is antithetical to activities that build image.
Contributor: Dannielle Blumenthal
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Identity-Driven Branding: Branding from the Inside Out
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By examining what some of the world's foremost branding experts have to say, and taking a look at real-world examples of branding, businesses will be better prepared to undertake their own branding initiatives with success.
Contributor: Dennis Hahn
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Brand Talking: Wrapping Your Brand Around Word Of Mouth
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WOM may be hot as a concept, but the brand disciplines needed to
achieve a powerful talked-about reputation are age-old. The new time of open
source information will challenge the control-freaks who just want to
broadcast to their audiences, but for those willing to accept that their
brands are now valued as much by the interactions that stakeholders have
between themselves, there are new opportunities and ways to capitalise.
First though, get the headspace right.
Contributor: Mark Di Somma
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Marketing Challenges in Monopolistic Markets
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Monopolistic markets present unique challenges for marketers. The author identifies barriers to growing a market, outlines the risk determined competitors pose, and uses a real world example to explore various counter strategies.
Contributor: Sanjay Kumar
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Egoic Marketing... Is your brand wearing leg warmers?
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Leg warmers and big hair may well be back from the 80's, however marketing principles from that period are not. Despite this, some brands continue to market to a customer mindset that is only held by a small and somewhat 'dinosaur-like' demographic.
Contributor: Karl Treacher
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InterContinental Hotels: Global Branding Suite Success
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This interview features a discussion between Frank van den Driest of EffectiveBrands and Peter Gowers of InterContinental Hotels Group. It talks about the challenges of global brand development, global activation in a franchise service model, and inspiring brand-building behaviors throughout an organization.
Contributor: Frank van den Driest
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Create Enticing Brands, not 'Lovemarks'
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Kevin Roberts, CEO of Saatchi & Saatchi, promises that he knows how to create brands that people fall in love with and remain loyal to 'beyond reason'. Judging by his books, dozens of published articles and numerous lectures - he has no clue on how it is done. He disregards the most vital elements that make brands successful.
Contributor: Dan Herman
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